It’s been a busy week in esports information, however maybe a very powerful announcement got here from Workforce Liquid with the announcement of its Naruto Shippuden attire collaboration. On the time of writing, the preliminary announcement video has over 7K retweets, and greater than 28Ok likes on Twitter; distinctive engagement figures for an esports announcement.
For comparability, the LA Thieves participant package announcement video is sitting at simply 267 retweets and three.2K likes. The esports neighborhood was clearly hyped for Workforce Liquid’s new merchandise, and it highlights an essential level for each groups and entrepreneurs to know: esports followers actually love anime.
.@Bloodraven styling our Universe Dye Sweatpants and Sasuke Paintings tee for #LIQUIDxNARUTO
Dropping 2.12.2021 at 12 PM PST
SIGN UP: https://t.co/zBB0jshSqa pic.twitter.com/DgFBtxkFus
— Workforce Liquid (@TeamLiquid) February 10, 2021
Whether or not it’s the LEC’s weekly podcast, a tier listing on a livestream, or a response video from a preferred participant or commentator, Japan’s animated tv custom has change into interwoven with esports tradition in a lot the identical manner the neighborhood has embraced Korean pop music. Every week, you’ll see esports Twitter ignite with reactions to the newest Assault on Titan episode. Anime is a primary supply of meme materials for esports accounts. In brief, esports is a globally interconnected leisure fandom, and the popular culture consumed by this fandom displays that reality.
Anime additionally simply occurs to be a rising international phenomenon within the broader zeitgeist (one of many highest-grossing movies of 2020 was the Demon Slayer film that was actually only a season of the present crunched into a movie’s run-time).
Simply as Riot has acknowledged and capitalized on the neighborhood’s affinity for Ok-pop by way of its in-game music group Ok/DA, esports organizations have a chance to drive engagement and merchandise gross sales by way of actively embracing the neighborhood’s love for anime. There’s sufficient content material on the market for each main esports group to collaborate with a distinct present and nonetheless solely faucet into issues with mass cultural attraction. Plus, I’d actually prefer to personal a Cloud9 x One Piece shirt.
Credit score: Workforce Liquid
We speak continuously within the esports enterprise concerning the want for authenticity when making an attempt to have interaction customers, a lot in order that it has already change into a meme amongst entrepreneurs and sponsorship gross sales of us. Even so, the purpose stays true — participating the esports viewers in an genuine manner that makes your model a part of the tradition pays dividends in comparison with a clunky emblem slap or out-of-touch activation.
There are a selection of main crew manufacturers which are in determined want of a hype injection to spice up their model. Bringing one other fashionable anime immediately into the esports house by way of a singular collaboration could possibly be simply the reply these groups are searching for.